B-Line grew out of StudioBG, aiming to create a more intense and dynamic practice servicing our hotel clients. Innovation, passion and experience are our key tenets, driving us to provide clear, well-planned resolutions to often complex hotel project briefs. We seek value in our projects, demanding efficiency but never compromising on quality of offer.


We are well-travelled and have spent most of our working lives servicing hotel and resort projects in a broad spectrum of interesting and far-flung locations. We enjoy the challenges of cultural geography, collaboration with local partners and working closely with our team of expert consultants.


At B-Line, we don’t design places to suit the mass market – the hotel industry has changed dramatically and is now structured to target market segments. Understanding the way the market works is a vital aspect to delivering the right product. We have been working with hotel owners, developers and operators for many years and have an intrinsic knowledge of the value drivers across the spectrum of hotel projects. We are a commercially grounded practice and have a reputation for working on time and on budget.

Monday, 1 August 2011

‘Keeping your options open’



Can you design a generic hotel, brand-less but still suited to the right market segment?

 
Our clients always come to us with a vision for their project. They are entrepreneurial, well-travelled people with a desire to build a hotel project for profit or posterity, sometimes both.  Often, the projects come without a pre-assigned operator or a brief. How can we, as designers, keep their options open, allowing them to maximise their opportunities with potential operators?


Designing a brand-less hotel relies on knowing your market.

At B-Line, we have been designing hotels across the board for years and we know how to put together a design proposal aimed at the appropriate market segment - a generic design which will suit any operator and any brand within its segment - ultimately, of course, opening up opportunities for the owner to win the best deal.


Design for a Hotel Tower,
Jeddah, KSA



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Location: Casablanca, Morocco

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